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研究生:郭怡萍
研究生(外文):Yi-PingGuo
論文名稱:使用者願意在社群論壇分享知識或心得的動機因素-以UrCosme為例
論文名稱(外文):The Motivation of Online Communities Users to Share Knowledge or Comments- Using UrCosme as an Example
指導教授:蔡燿全蔡燿全引用關係
指導教授(外文):Yao-Chuan Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:55
中文關鍵詞:美妝網站動機因素知識分享意願涉入程度
外文關鍵詞:Cosmetic WebsiteMotivation FactorsKnowledge sharing willingnessInvolvement
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近年來台灣美妝保養品市場成長穩定,而且男性保養意識崛起,美妝市場的未來的發展潛力不容小覷,經過調查,消費者最能獲取美妝產品資訊的管道為美妝社群網站。伴隨著網際網路的快速發展,資訊的取得越來越容易,但對於網路社群而言,若要長期經營就必須要有足夠的成員以及討論度,社群內的資訊來源往往必須依靠成員提供,因此本研究欲探討什麼因素會影響社群成員分享的意願?本論文研究以美妝網站UrCosme為例,進行分析與探討。
本研究的目的為針對以下三個因素,探討其是否會對美妝社群網站的使用者資訊分享意願造成影響。
1.社群網站的介面使用難易度
2.各項動機因素
3.使用者對社群的涉入程度
研究發現社群網站的介面使用難易度及期望動機並不會對分享意願造成影響,但是社群成員會因為想要其他成員建立關係、對自己的分享很有信心,或是為了品質控管、地位等因素,甚至是因為常常使用社群網站,產生了黏著度,而願意提供資訊給與其他成員。
最後依據UrCosme網站現有狀況結合研究發現,提供幾點建議,望UrCosme未來除了能增加成員外,使用者分享也能與日俱增。
Recent year, cosmetic and body care market in Taiwan is growing smoothly, and more and more male start to care about facial care. The potential market is promising. According to the survey, people usually get cosmetic information through online communities. Therefore, the objective of my study is to analyze what factors would affect the willingness to share knowledge or comments. And I take Urcosme as object of study. This study adopt descriptive statistics, factor analysis, reliability analysis, regression analysis and ANOVA.
The results showed that ease of communication and expectancy motivation would not influence share willingness. But in order to build relationship with other members, have confidence in what his/ her shares, quality control or status in community. Even because of the attachment of communities. Members would be willing to share. According to the results, the most important factors are instrumental, efficacy, quality control, status motivation and involvement.
摘要 I
Extended Abstract II
誌謝 VIII
目錄 IX
表目錄 XI
圖目錄 XIV
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的3
第三節 研究流程4
第二章 文獻探討5
第一節 虛擬社群5
第二節 動機8
第三節 網站介面操作簡易度10
第四節 涉入程度10
第五節 貢獻性11
第三章 研究方法12
第一節 研究架構與研究假設12
第二節 研究變項之操作型定義與衡量14
第三節 問卷設計與抽樣對象18
第四節 資料分析方法18
第四章 研究結果與分析20
第一節 描述性統計分析20
第二節 因素分析與信度分析25
第三節 迴歸分析36
第四節 變異數分析41
第五章 研究結論與建議45
第一節 研究結論45
第二節 研究限制及未來研究47
第三節 管理意涵47
參考文獻49
附錄 正式問卷53
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